Moorfields Eye Charity

An eye-opening campaign for a leading vision charity

  • C2 A 2024 MEC

Bringing the urgency of sight loss to public attention

Sight loss can affect anyone. And yet many people don’t think about their eye health until it’s too late. And while Moorfields Eye Charity is at the forefront of life-changing research, treatment and care, public awareness of the charity and its impact was limited. 

We were commissioned to create a public-facing campaign that would raise awareness of eye health, build visibility for the charity, and engage new audiences ahead of a major fundraising push linked to the opening of Oriel – the new, state-of-the-art eye health centre set to open in 2027.

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Human, urgent, relatable

Our brief was to build relevance and recognition for Moorfields Eye Charity among a wider audience – including local communities around Old Street and City Road, patients and families, and the nationwide sight loss community.

Crucially, the campaign needed to move people emotionally, prompting them to take action: visiting the website, signing up to hear more, or choosing to donate.

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A simple idea with real impact

Using research insights from Moorfields’ existing supporters and public testing, we developed the creative around a single powerful statistic, that ‘Every six minutes, someone in the UK starts to lose their sight.’

This became the basis for a bold visual campaign that connected the idea of time and sight – featuring a ticking clock face superimposed on a human iris. Striking, urgent, and emotive, the visuals drew a clear link to Moorfields Eye Charity’s identity, helping to build brand recognition at the same time.

The campaign appeared across Old Street tube station, on animated escalator panels and high-footfall posters just streets away from the hospital. The creative was also extended across social, digital and audio platforms, including Meta, Google ads, radio and Spotify, ensuring the message reached audiences wherever they were.

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Beating targets, building connections

The campaign surpassed every target, building a strong halo of awareness while driving measurable action online.

  • Website traffic increased by 777% (vs. a target of 20%)
  • Social media followers grew by 243%
  • New contacts exceed the target, with 4,195 people signing up to hear from the charity.

The digital elements of the campaign drove real engagement, prompting thousands of users to access eye health tips and explore how to get involved. At the same time, over 1.3 million travellers through Old Street station had the opportunity to see the posters and more than 230,000 people listened to the campaign via radio.

This campaign not only raised awareness, but deepened understanding and laid the groundwork for long-term engagement.

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“This is an opportunity for Moorfields Eye Charity to spread the word to many more people that sight loss could happen to anyone, and the more we can do to support world-leading researchers and innovators at Moorfields and UCL, this will transform the lives of people with sight loss.”

Robert Dufton, chief executive, Moorfields Eye Charity
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“The campaign's focus on the human impact of sight loss has strong emotional appeal and the creative execution is excellent with powerful visuals and storytelling on posters and social media.”

Judge, Stevie Awards

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